The Softening
Led by Amy Dong, a holistic psychotherapist and breathwork facilitator, The Softening is "a space to unravel, open, release, and come home". Amy currently operates out of Encinitas, CA.
Striking a balance between minimal elegance
and organic nuance, the fusion of
structured letterforms and whimsical type
customisations emanates a sense of harmony and flow, mirroring the brand’s sentiment
of humanness and deep connection.
The custom-designed ‘S,’ angled to flow
seamlessly into the ‘O,’ conveys a feeling of
softening or leaning in, while the ‘G’ subtly
echoes the form of a spiral — a symbol
imbued with sentiment for the brand.
(01) About the Brand
(02) Design Overview
(AREAS OF DESIGN) Brand Identity, Social Media, PRINT COLLATERAL
(PCD)
[11/24]
(01)
(02)
[CLIENT / TESTIMONIAL]
— Amy, The Softening
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The harmonious colour palette of muted blue-grey hues and cool earthy tones creates a sense of calm and comfort, while the rich pop of Burnt Sienna adds depth and boldness to the brand.
FN [ I ]